This guide will provide helpful information and best practices to assist you in the Search Ads Close Variants task focusing on the Israeli market.
2.Ratings
For this type of task, there are three rating options:
•Good
•Acceptable
•Bad
3.Examples of Good Variants
A Good variant closely matches the original query in appearance, meaning, and intent. This includes:
•Common Abbreviations: Well-known shortened forms of the query (“Netflix” → “NFLX”). Do your research if unsure!
•Minor Spacing Changes: Adding or removing a space, as long as the meaning remains clear.
•Flexible Grammar: Variations in word forms ( “map app” → “mapping app”) or word order if the intent stays the same.
•Transliterations: The query translated into another language while keeping the same sound ( “video games” → “видеоигры“).
Additionally, rate “Good” when:
•Language Transformations: The variant is a direct translation or transliteration into a different language, preserving both meaning and phonetic sound (“weather” → “天気“). Use translation tools or market knowledge to confirm.
•Named App Shortcuts: The variant is a recognized short form of a named app, product, or brand (“Facebook” → “Fb”).
The following examples show variants which are Good:
4.Examples of Acceptable Variants
An Acceptable variant, though containing minor errors, still closely resembles the original query in appearance, meaning, and intent. This includes:
•Tolerable Typos: Misspellings that don’t hinder understanding (e.g., “maps” → “mapps“, “Netflix” → “Netflx“). This includes phonetic similarities.
•Rearranged Words with Typos: Minor word order shuffles and typos, as long as the meaning remains clear.
•Implied Additions: Adding logically implied words (“photo app” → “photo
editing app”) or standard terms like “app,” “game(s),” or company designations.
•Country-Specific Acceptable: Adding a country to a brand name is
acceptable only if the test locale matches.
•Versions: Variants specifying an upgrade or release year of the original query are acceptable (“news app” → “news app 2024”).
•Misspelled Translations: Acceptable if the misspelling is a common form of the correctly translated word (e.g., “movie download” → “descarga de películas”).
Additionally, Acceptable ratings apply in these specific cases:
•Brand Clarification: Adding the correct brand to a product name (“Word” → “Microsoft Word”).
•Known Partial Names: Using an established partial app name when it retains the same intent as the full name (“CamScanner – PDF Scanner App” → ” CamScanner“).
•Similar Languages: The variant is in a language uncommon to the test locale, but the meaning and sound remain identical to the original (“travel” → “viajes,” where the test locale doesn’t usually use Spanish).
5.Examples of Bad Variants
A Bad variant significantly alters the original query’s form or intent. This occurs in several ways:
•Meaning Shift: The variant’s meaning diverges substantially from the original query’s focus.
•Specificity Change: The variant becomes overly specific or ambiguous compared to the targeted app or intent of the original query.
•Space Confusion: Adding or removing spaces makes the variant hard to understand (but minor spacing changes without impact are still Good).
Even when the general meaning remains the same, these changes can create Bad variants:
•Synonyms: Though related, words like “cuisine” and “recipes” have subtly different connotations.
•Differing Intents: A query for “Amazon” is broad, while “Amazon bookstore” targets a specific service.
•Translation Issues: Language translation can lead to phonetic differences that obscure the connection between the query and the app.
•Outdated App Names: A former app name might have the same meaning as its successor, but the difference in form makes them distinct.
•Country-Specific Branding: Adding a country to a brand name narrows the query’s intent incompatibly with the test locale (e.g., Starbucks – Starbucks UK, assuming the test locale is IL; if the test locale is UK, Acceptable should be given).
A – Logan Square – IL Centennial MonumentB – Logan SquareUpon research, we can see that IL Centennial Monument is a POI located within Logan Square. We research both A
1Turning Restrictions Analysts need to verify every turn on a route to ensure that the maneuver can be completed. Check for signage as well as arrows painted on the road.
1. Address Components in Rating Interface 1.1Region name formatting components . Región Preposition Name Shortened de Arica y Parinacota – Tarapacá Antofagasta Atacama Coquimbo Valparaíso – Metropolitana de Santiago
